Reebok - Today

Reebok

What is Reebok today?

Fulfilling Potential

Sung Yeon - Min Kyung - Laura Nyyssölä

© 2011 dot2dot – connecting your ideas into 1


ReebokWhat is Reebok today?

CONTENTS

1.Company Profile

2.Past Marketing (Late 1990’s - 2008)

3.Current Marketing (2009 - 2011)

4.Summary

Strategy and focused areas

Key product concept

Comparison with competitors

SWOT Analysis

Customer and market analysis: SOUTH KOREA

4 x Campaigns: ReeTone, Ree, ZighTech, RealFlex

Marketing in Korea

Integrated Marketing Communications (IMC)

Current problem

Improvement suggestions

COMPANY PROFILE

• Established in 1980s and named after African gazelle• Adidas officially took over Reebok in 2006 due to struggling with several years of steady

decline• Contributes 18 % of Adidas group sales• CEO: Uli Becker• Reebok is a global brand that creates and markets sports and lifestyle products built

upon a strong heritage and authenticity in sports, fitness and women’s categories.





STRATEGY AND FOCUSED AREAS



KEY PRODUCT CONCEPT



COMPARISON WITH COMPETITORS

How is Reebok different?

Fulfilling potential

Courage to challenge

convention

Celebrating individuality

Having FUN !



SWOT ANALYSIS

• Reebok’s name - branding and a high

quality image

• Excellent service network

• Teenagers and the young generation

• Factory situated in New Delhi - to cut down

the cost of production

• The biggest threat is the popularity of

other manufactures

• Customer loyalty

• Limited customer base

• The variety of design and function

• Moving from the specialist sports shoe

market to the young and adult market

• New and innovative sports shoe designs

• Growing market

ST

RE

NG

HT

S

• It faces a lot of competition in the sport

shoe industry

• Its high prices have limited their range of

customers

OP

PO

RT

UN

ITIE

SW

EA

KN

ES

SE

ST

HR

EA

TS



MARKET ANALYSIS: SOUTH KOREA

What is special about the Korean market?

• Population 48.8 million large market, potential

• Age structure: 15-64 years 72.3% aging

• 81.5 % urbanized technology, needs, values

• Homogeneous less diversification, language, faster to

adapt new products (marketing)

• Peninsula little influence of neighbor countries (trends)

• Women mostly use high heels

• Men use 깔창 (kkal chang)



CONSUMER ANALYSIS: SOUTH KOREA

What is the caricature of a Korean consumer like?

Reference groups important

Likes bright colors and wants

to be tall

Haves a good income

Focuses on shoes

(school uniforms, suits)

Walks a lot

Women don’t do sports

every day

Actors and singers are

examples/opinion leaders

Technology centered



PAST MARKETING (LATE 1990’s - 2008)

• Commitment to identify its brand with the world’s most talented, exciting and cutting-

edge athletes.

• Since then, focused on athletes who represent the top elite of sports and fitness.

• Exclusive partnership with the national leagues

• Rbk – street-inspired footwear, cool and edgy

• Integrated marketing campaign with sports, music, technology and entertainment

• First non-athletes: Jay-Z and 50 Cent



REETONE (2009) ZIGHTECH (2010) REALFLEX (2011)



MISS KOREA (2006) : Lee Ha-nui



CURRENT MARKETIG

Every Miss Korea is

sponsored by Reebok



MARKETING CAMPAIGN TO WOMEN




Allure Love

Green Campaign






THE BIGGEST STORE IN DAEGU

• IAAF World Championships 2011

in Daegu



REEBOK CROSSFIT



REEBOK CROSSFIT



CREATIVE REEBOK EXTRA GRIP PACKING



NAVER BLOG MARKETING



PPL MARKETING : THE GREATEST LOVE

• PPL (Product in Placement) Marketing

• Limited edition Reebok INSTA PUMP FURY



PPL MARKETING : THE GREATEST LOVE



INTEGRATED MARKETING COMMUNICATIONS (IMC)

• By communicating through advertisements and products Reebok makes every Reebok-user

feel that they can have FUN in their own individual way. IMC messages are consistent,

therefore more credible. This enhances the long-term relationship between the brand and

consumer.

• IMC in Korea

– Advertisements (magazines, outside of home, TV (+dramas), Internet banner)

– Promotion (people, events (IAAF Daegu+CrossFit))

– Integration tools (social media, blogs, apps)

Smart phones usage (timely reminders, updated information, special offers)

place/convenience (where to buy), ppl promotion, more two-way communication

EVERYTHING COMMUNICATES !

Famous people

Successful athletes

Launch of new products

ReeXxx

Individuality

FUN



CURRENT PROBLEMS

• Exaggerated advertisements

• Controversial and confusing product names

(ee or ea?)

• ZighTech advertising only for men

• The current consumer segment is good but

can be broadened

• Only for limited market solution, next

presentation

• Forecasting the future trendsVIDEO1 VIDEO2

http://www.youtube.com/watch?v=bgJnJ0ZVVVM&feature=player_embedded

http://www.youtube.com/watch?v=OAjXfxw7j3Q&feature=related

http://www.youtube.com/watch?v=OAjXfxw7j3Q&feature=related



THANK YOU !

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Reebok - Today